When businesses branch out into new countries, market research is key. You need to understand your audience before you can properly connect with them, but even the best research can fall apart if the translation isn’t done well. It’s not just about sounding a bit off. Poor translation can completely change the meaning of your questions, mess with your data, and lead you in the wrong direction. Why Good Translation Matters Think about surveys and interviews. These are your main tools for gathering insights. But they only work if people understand what you’re actually asking. If something’s worded oddly or doesn’t make sense in the local language, people might interpret it differently or give answers that don’t reflect what they really think. Let’s say you ask a question about how satisfied someone is with your product. If that question is translated in a way that sounds too formal, too vague, or just awkward, they might not answer the way you expect. Even a small miscommunication can throw off your results. You could end up thinking your customers are happy when they’re not, or miss something they really care about. It’s Not Just About Words Translation isn’t just swapping one language for another. It’s about capturing the meaning, tone and cultural context too. The same phrase can mean very different things depending on where you are. A joke or catchy slogan might work brilliantly in English but fall completely flat elsewhere. Or worse, it could come across as offensive. Even things like rating scales aren’t always universal. A three out of five might seem fine in one country, but in another it could be seen as a bad score. If your translation doesn’t reflect these kinds of differences, your data won’t be reliable. What Can Go Wrong Once translation errors creep in, your research can start heading in the wrong direction. You might think people love your product when actually they’re confused by it. You could spend money on marketing campaigns that don’t resonate, or make changes to a product that no one asked for. The tricky part is that the problem isn’t always obvious. If the translation seems okay on the surface, people might not realise it’s causing confusion. That means flawed data gets passed along, and decisions are made based on the wrong information. How to Get It Right The good news is there are simple ways to avoid all of this: Use professional translators who understand your industry and your audience. Make sure native speakers check your translations, especially if you’re using everyday language or slang. Test your translated materials with a small group before rolling them out more widely. Bring local experts into the process to make sure your questions make sense in context. Final Thoughts Getting your research right in different markets isn’t just about language, it’s about communication. A clear, well-translated question can give you real insight into what your audience thinks. A poorly translated one can lead you completely astray. It’s a small detail that makes a big difference, and one that’s well worth getting right.
